FINAL NEW Seminis Tomato Study - further test

Questions marked with an * are required

* Hello < >, I am calling from ______________________________ We are an independent market research company specialising in agriculture. Today we are conducting a survey about tomato growing economics and production. The information is strictly for research purposes. Would you be prepared to assist us with our survey?

Yes

Introduction

Thank you for agreeing to participate in this important research. This research is commissioned by __________. The main purpose for this research is to identify growers' needs and help companies respond to those needs and improve your experience. First let me say this study is for research only -no sales of any kind is involved. · We just want honest opinions- there are no right or wrong answers. · It is completely confidential. What I'd like to discuss are the economics of growing and selling tomatoes and the changes occurring in the industry. Let's see if you qualify.

Screener

* Are you growing tomatoes this year?

Yes

* What is your total area of tomatoes grown this year? Please answer in hectares.

hectares

Did you grow any protected tomatoes this year?

Yes

(DO NOT READ) Don't know

(DO NOT READ) Refused

* DO NOT READ. IS TOTAL AREAS OF TOMATOES GROWN 5 OR MORE HECTARES OR IF LESS THAN 5 HECTARES DID FARMER GROW PROTECTED TOMATOES?

Yes

Don't know

Refused

Tomato Production

The next questions are about your current tomato production.

* Which of the following types of tomatoes are you growing this year? READ LIST AND SELECT ALL THAT APPLY

Open Field Indeterminate

Open Field Determinate

Protected Unheated

Protected Heated

Which of the following best describes your production of tomatoes last year? READ QUESTION LIST AND RESPONSE LIST; SELECT ONE FOR EACH TYPE OF TOMATO.

* Do you produce tomatoes in other areas in addition to this farm or facility? SELECT ONE.

Yes

(DO NOT READ) Don't know

(DO NOT READ) Refused

* Did you grow any Seminis/Monsanto varieties of tomatoes?

Yes

(DO NOT READ) Don't know

(DO NOT READ) Refused

* Which Seminis/Monsanto varieties do you plant for the majority of your tomatoes? DO NOT READ LIST; GIVE EXAMPLE IF NECESSARY; SELECT ALL THAT APPLY.

* Did you grow any DeRuiter varieties of tomatoes?

Yes

(DO NOT READ) Don't know

(DO NOT READ) Refused

* Which DeRuiter varieties do you plant for the majority of your tomatoes? DO NOT READ LIST; GIVE EXAMPLE IF NECESSARY; SELECT ALL THAT APPLY.

* Did you grow any Rijk Zwaan varieties of tomatoes?

Yes

(DO NOT READ) Don't know

(DO NOT READ) Refused

* Which Rijk Zwaan varieties do you plant for the majority of your tomatoes? DO NOT READ LIST; GIVE EXAMPLE IF NECESSARY; SELECT ALL THAT APPLY.

* Did you grow any South Pacific Seeds varieties of tomatoes?

Yes

(DO NOT READ) Don't know

(DO NOT READ) Refused

* Which South Pacific Seeds varieties do you plant for the majority of your tomatoes? DO NOT READ LIST; GIVE EXAMPLE IF NECESSARY; SELECT ALL THAT APPLY.

* Did you grow any Clause varieties of tomatoes?

Yes

(DO NOT READ) Don't know

(DO NOT READ) Refused

* Which Clause varieties do you plant for the majority of your tomatoes? DO NOT READ LIST; GIVE EXAMPLE IF NECESSARY; SELECT ALL THAT APPLY.

* Did you grow any Syngenta varieties of tomatoes?

Yes

(DO NOT READ) Don't know

(DO NOT READ) Refused

* Which Syngenta varieties do you plant for the majority of your tomatoes? DO NOT READ LIST; GIVE EXAMPLE IF NECESSARY; SELECT ALL THAT APPLY.

* Did you grow any Lefroy Valley varieties of tomatoes?

Yes

(DO NOT READ) Don't know

(DO NOT READ) Refused

* Which Lefroy Valley varieties do you plant for the majority of your tomatoes? DO NOT READ LIST; GIVE EXAMPLE IF NECESSARY; SELECT ALL THAT APPLY.

* Are you growing any of the following types of tomatoes this year in 2015? READ LIST AND SELECT ALL THAT APPLY.

* Have your choices of tomato varieties to grow over the last 3-4 years changed? SELECT ONE.

Yes

(DO NOT READ) Don't know

(DO NOT READ) Refused

What is the current percentage mix of the following types of tomatoes you grow now? READ EACH TYPE OF TOMATO AND ENTER A PERCENTAGE FOR EACH; PERCENTAGES MUST ADD TO 100.

Values must add up to 100

What do you expect will be the percentage mix in the next 3 to 5 years? READ EACH TYPE OF TOMATO AND ENTER A PERCENTAGE FOR EACH; PERCENTAGES MUST ADD TO 100. NONE=0.

Cherry Tomato

Grape Tomato

Coloured Tomato

Roma Tomato

Large Loose Tomato

Large Truss Tomato

Medium Truss Tomato

Cherry Truss Tomato

All Others

(DO NOT READ) Don't know

(DO NOT READ) Refused

* What would you say is the likely evolution of your activities in growing tomatoes in the next 5 years? READ LIST; SELECT ONE.

Our activities in Tomatoes are likely to increase

Our activities in Tomatoes are likely to remain steady

Our activities in Tomatoes are likely to decrease

(DO NOT READ) Don't know

(DO NOT READ) Refused

How strongly would you agree or disagree with the following statements READ EACH STATEMENT; SELECT ONE RESPONSE FOR EACH STATEMENT.

* What is the primary source of financing you use for your tomato production? READ LIST; SELECT ONE.

Bank Financing/Line of Credit

Input Suppliers Finance Programs

Dealer Credit Programs

Credit Card

Cash Only

(DO NOT READ) Don't know

(DO NOT READ) Refused

Other

* How important are the financing programs offered by seed companies for your operation? READ LIST; SELECT ONE.

Very Important

Somewhat Important

Not Very Important

Not At All Important

(DO NOT READ) Don't know

(DO NOT READ) Refused

* Will your financing needs from seed companies and basic manufacturers change over the next 5 years?

Yes

(DO NOT READ) Don't know

(DO NOT READ) Refused

And over the next 3 to 5 years do you expect the profitability of your tomato production for the following types of tomatoes to increase, decrease or remain the same? READ QUESTION LIST; SELECT ONE RESPONSE FOR EACH ITEM.

For each of the following types of tomatoes, tell me what was your cost per hectare to plant in 2014 and what is your budgeted cost per hectare this year, in 2015? READ QUESTION LIST; ENTER VALUE FOR EACH ITEM; ENTER 999 FOR DON'T KNOW AND 888 FOR REFUSED.

* Do you supply retailers directly or do you sell primarily to central markets or both? SELECT ONE.

Supply Retailers Directly

Sell Primarily to Central Markets

Sell Both Ways

(DO NOT READ) Don't know

(DO NOT READ) Refused

* Is your operation vertically integrated beyond just growing tomatoes? For example does your operation have its own nurseries and/or market directly to retail or consumer markets? SELECT ONE.

Yes, vertically integrated

No, not vertically integrated

(DO NOT READ) Don't know

(DO NOT READ) Refused

What is the current price per KG for fresh market tomatoes?

Price per kg

(DO NOT READ) Don't know

(DO NOT READ) Refused

What is the current price per KG for processing tomatoes?

Price per kg

(DO NOT READ) Don't know

(DO NOT READ) Refused

Current Customer Expectations From Seed Companies

ASK FOR EACH BRAND LISTED ASK:

Considering your experiences with INSERT BRAND, on a scale of 0 to 10, how likely are you to recommend INSERT BRAND to other growers or associates, with '10' being Extremely Likely and '0' being Not At All Likely? You may use any number on the scale. DO NOT READ SCALE; SELECT ONE RESPONSE FOR EACH BRAND.

Please tell me how much influence each attribute has on your satisfaction with a tomato seed supplier using a scale from 1 to 7, where 1 means “not very influential” and 7 means “extremely influential”. You may also use any number between 1 and 7 to express your opinion.

How much influence does INSERT EACH ATTRIBUTE have on your overall satisfaction with a tomato seed supplier? SELECT ONE RESPONSE FOR EACH ATTRIBUTE.

Now, tell me how satisfied you are with the performance of Seminis/Monsanto on the following attributes using a scale from 1 to 7, where 1 means “not very satisfied” and 7 means “extremely satisfied”.

How satisfied are you with Seminis/Monsanto regarding INSERT EACH ATTRIBUTE? SELECT ONE RESPONSE FOR EACH ATTRIBUTE.

Why did you rate Seminis/Monsanto as you did?

Now, tell me how satisfied you are with the performance of DeRuiter on the following attributes using a scale from 1 to 7, where 1 means “not very satisfied” and 7 means “extremely satisfied”.

How satisfied are you with DeRuiter regarding INSERT EACH ATTRIBUTE? SELECT ONE RESPONSE FOR EACH ATTRIBUTE.

Why did you rate DeRuiter as you did?

Now, tell me how satisfied you are with the performance of Rijk Zwaan on the following attributes using a scale from 1 to 7, where 1 means “not very satisfied” and 7 means “extremely satisfied”.

How satisfied are you with Rijk Zwaan regarding INSERT EACH ATTRIBUTE? SELECT ONE RESPONSE FOR EACH ATTRIBUTE.

Why did you rate Rijk Zwaan as you did?

Now, tell me how satisfied you are with the performance of South Pacific Seeds on the following attributes using a scale from 1 to 7, where 1 means “not very satisfied” and 7 means “extremely satisfied”.

How satisfied are you with South Pacific Seeds regarding INSERT EACH ATTRIBUTE? SELECT ONE RESPONSE FOR EACH ATTRIBUTE.

Why did you rate South Pacific Seeds as you did?

Now, tell me how satisfied you are with the performance of Clause on the following attributes using a scale from 1 to 7, where 1 means “not very satisfied” and 7 means “extremely satisfied”.

How satisfied are you with Clause regarding INSERT EACH ATTRIBUTE? SELECT ONE RESPONSE FOR EACH ATTRIBUTE.

Why did you rate Clause as you did?

Now, tell me how satisfied you are with the performance of Syngenta on the following attributes using a scale from 1 to 7, where 1 means “not very satisfied” and 7 means “extremely satisfied”.

How satisfied are you with Syngenta regarding INSERT EACH ATTRIBUTE? SELECT ONE RESPONSE FOR EACH ATTRIBUTE.

Why did you rate Syngenta as you did?

Now, tell me how satisfied you are with the performance of Lefroy Valley on the following attributes using a scale from 1 to 7, where 1 means “not very satisfied” and 7 means “extremely satisfied”.

How satisfied are you with Lefroy Valley regarding INSERT EACH ATTRIBUTE? SELECT ONE RESPONSE FOR EACH ATTRIBUTE.

Why did you rate Lefroy Valley as you did?

Future Production

The next questions are about your future tomato production.

For each of the following types of tomatoes, tell me how many hectares of tomatoes do you currently grow and how many hectares do you expect to grow in five years. READ LIST; ENTER VALUE FOR EACH ITEM; NONE=0; DON'T KNOW/REFUSED=999.

	Current	Five years from now	Don't know/refused
* Open Field Indeterminate

* Open Field Determinate

* Protected Unheated

* Protected Heated

* Do you see a change in tomato production from Open Field to Protected tomatoes grown in Australia?

Yes

Don't know

Refused

For each type of tomato I read, tell me if production will increase, decrease, stay the same in the next 3 to 5 years? READ TOMATO TYPES; SELECT ONE RESPONSE FOR EACH TYPE.

What will be the major impact of the Open Field Determinant production on tomato growers?

What will be the major impact of the Open Field Indeterminant production on tomato growers?

What will be the major impact of the Protected Unheated production on tomato growers?

What will be the major impact of the Protected Heated production on tomato growers?

Classification

The final questions will be used for classification purposes.

* How would you describe your planning for the future of your tomato operation? Would you say it most likely would...? READ RESPONSE LIST; SELECT ONE.

Be Sold in the future

Passed to a Relative

Closed down when I leave

Other

(DO NOT READ) Don't know

(DO NOT READ) Refused

* What of the following categories best describes your age? READ RESPONSE LIST; SELECT ONE.